Lead Nurturing

The purpose of a lead magnet is to inspire the people who are consuming your content to get on your email list. In this post, Barry Feldman explains the details of an effective lead magnet, and how to construct one.

No matter which marketing automation tool you’ve invested in — Pardot, Marketo, Eloqua, HubSpot — figuring out how to structure and launch your first campaign can seem a little daunting. But a lead nurture campaign is one way that your new tool can really help your sales team keep prospects warm and turn them into opportunities, so understanding how best to make this work for your organization will set you on the road to getting the most out of your marketing automation platform.

Many professional services firms are great at what they do, but struggle to produce enough leads to grow their business. What would you say if I told you that there's a way to generate new opportunities for your firm without cold-calling or mass email blasts? The answer is marketing automation.

“When you've got 10,000 people trying to do the same thing, why would you want to be number 10,001?” asks Mark Cuban. Or, let’s be honest, why would you want to be anything other than number one? In the cutthroat world of online advertising, however, it can be a struggle.

Marketers, the Internet might not be your friend after all. It’s changed the way that consumers shop for products, which means that when they first convert into leads they’re a lot less sales-ready than they used to be. Here are some ways to ensure your lead nurturing isn’t a bust.

I’ve been pushing social media for measurable sales outcomes for more than three years. Yet, I recently concluded “lead introduction” rather than generation is a more realistic expectation. Here's why.

Every website visitor to a B2B site is treated like a little gold nugget. Yes, some nuggets are more valuable than others and through lead nurturing you can learn about your prospect and take the right approach to keep your brand top-of-mind or guide them down the sales pipeline.

The quarter is over. A great time to reflect on the sales cycle... which I did while doing a little fishing last week. How long is your typical sales cycle? Every sales person knows that there tends to be a direct correlation between the length of your sales cycle and the size of your deal. The bigger the deal the longer and more complex the selling process and the greater the objections you must overcome. But that doesn’t relegate the role of sales person to order taker waiting for a prospect to make up her mind.